The finance industry can get complicated—fast. That’s why the four elements of successful content marketing for banks boil down to one essential theme: accessibility.
1. Tell a Story
Stories make it easy to relate to information—even if that information is complex.
By telling the story of how you helped a customer or client, prospects can more easily imagine themselves working with you to help solve a financial issue, open a new account, or finalize a loan.
Finance is intimidating and complicated. If a prospect feels overwhelmed, they’re not likely to pick you.
Stories allow you to demonstrate the benefits of choosing your bank on a more surface-level basis. Instead of going into the nitty-gritty details of all the data you gathered for the client and why a specific plan you offer was right for them, the focus of a story is how your help made the subject feel (which is, hopefully, confident about their choice to choose you for their financial services).
Creating an emotional connection makes it easier to convince someone that you’re good for them.
“Financial information is often boring, not engaging, and you may come across as only wanting to make a sale. If you put out generic marketing content, consumers will often leave,” explains David Goodman of EVERFI. “Creating a story and making your content interesting to read or to view requires extra work, but it will keep customers engaged.”
2. Keep it Simple
This should be a no-brainer, but it’s an easy step to overlook if you’re new to content marketing. If you’re an expert in the financial industry, you need to be aware that the way you speak and write may be confusing to the everyday person.
For example, instead of writing data-heavy blogs, parse intense info into smaller, more easily-digestible parts. A great method for this is going visual: videos or graphics are great for disseminating information in an accessible way.
Some of the best types of content for keeping it simple include:
- Landing pages
3. Be Helpful
Not only does being helpful attract new customers, but it helps SEO, too. The current knowledge of search engine algorithms indicates that content that helps users is prioritized over pages that simply have a lot of relevant keywords. Ways that the web crawlers discover if content is helpful or not include dwell time and bounce rates.
In essence, you need to engage searchers with content that reflects the questions they’re looking to have answered. Then, just answer the question well.
“Millennials and Generation Z often prefer self-service and online services to in-person, and many much prefer to use a knowledge base to solve their own problems rather than contacting customer support,” says Goodman. “Content marketing gives you the tools to offer this information, while drawing in new consumers, marketing your services, and using storytelling to define and share your brand and values.”
Some of the best types of content for being helpful include:
- Landing pages
4. Be Everywhere
If your bank uses an omnichannel marketing strategy, the better its chances of snagging the attention of its ideal prospects. Not only that, but the more content you put out there, the more likely it is that a customer will find what resonates with them on their own.
“Look for triggers that consumers provide to let you know it is the best time to reach out with a message that resonates,” recommends Jim Marous of The Financial Brand. “By showing you understand the challenges the consumer is faced with, and that you can help them solve these problems, they will appreciate seeing your messages.”
Some of the best types of content for being everywhere include:
Get Started with Content Marketing Today
Not sure where to start? Here’s a handy guide on how to define your content marketing strategy:
Contact Kirkpatrick Creative today for a content marketing strategy that’s engineered to work.